JWT pitched against sister agency Young & Rubicam and the incumbent McCann Erickson, as well as Euro RSCG, for the work. It will take the reins on the account at the end of next year, creating new material for 2006. McCann Erickson and Universal McCann will continue on the account until then.
Tourism Ireland said that it was carrying out consumer research, including a look at the British market, to help develop the new campaign. The body typically focuses on major markets including Britain, the US, France and Germany.
Niamh Fitzpatrick, director of marketing at Tourism Ireland, said: "The global tourism market has changed radically over the past three years since Tourism Ireland first took over responsibility for marketing the island of Ireland overseas."
Fitzpatrick said that consumer trends are continually changing and evolving and its advertising campaigns will need to address and respond to the changing environment.
"It was a highly competitive pitch and JWT ultimately demonstrated the best insights and capability to deliver our future requirements," she said.
McCann Erickson has won awards for its most recent campaign for Tourism Ireland, which uses the strapline "Ireland -- the island of memories".
Tourism Ireland was established under the framework of the Belfast agreement of Good Friday 1998 to promote increased tourism across the whole of Ireland.
The board is made up of 12 individuals representing leading tourism industry interests north and south, Failte Ireland and the Northern Ireland Tourist Board.
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